Desain kemasan menjadi alat pemasaran yang penting yaitu sebagai "P"� kelima atau packaging setelah product, price, promotion, dan place. Kemasan pun berpengaruh terhadap pembentukan citra merek dan keputusan pembelian konsumen (Riezebos 2003). Dalam rangka meningkatkan kinerja bisnisnya, seorang pebisnis Brownies Kukus "KADUGA"�� menginginkan perubahan kemasan yang saat ini dirasa belum baik. Proyek ini membahas tentang perancangan atau desain kemasan khususnya desain kemasan Brownies Kukus "KADUGA"�. Kemasan dirancang berdasarkan hasil survey wawancara kepada konsumen tentang persepsi dan harapan mereka terhadap kemasan Brownies Kukus "KADUGA". Indikator penilaian untuk merancang desain kemasan baru dilihat dari aspek Visibility, Information, Emotional Appeal dan Workabililty (VIEW model) serta dilengkapi pula penilaian dari aspek Anatomi, Tipografi, dan Legal. Kata kunci: desain kemasan, model VIEW, keputusan pembelian, citra merek.

The packaging is important marketing tool which is the fifth "P" after product, price, promotion, and place. Packaging also affect for making a brand image and consumer purchasing decisions (Riezebos 2003). In order to improve the performance of its business, a businessman "KADUGA" Brownies Kukus wanted a change for their package which is not good enough. This project discuss about the design or packaging design especially packaging design for "KADUGA" Brownies Kukus. To create the design is based on the results of the interview survey about consumers perceptions and expectations of the packaging "KADUGA" Brownies Kukus. The assessment indicators for designing new package is from the aspects there are Visibility, Information, Emotional Appeal and Workabililty (VIEW model) and is also assessment in aspects of Anatomy, Typography, and Legal. Keywords: packagingdesigns, VIEW models, purchasing decisions, brand image.

http://digilib.polban.ac.id/gdl.php?mod=browse&op=read&id=jbptppolban-gdl-ditayuditi-9124